The Others- 3rd Post

The McKinsey report focuses on the idea that marketers for a company will see more results from a more complicated and specialized funnel that is titled as their approach consumer decision journey. It is more focused on how specific changes and ways marketers can manipulate and affect a target market. They also focus in on the fact that you can then manipulate word of mouth. Comparing that to the already familiar approach to the consumer decision journey where world of mouth can be affected but not easily manipulated, the McKinsey report is more specific. The report also suggests that as consumers do information searches on a product, it is easily possible that they will expand their number of options, instead of the obvious conclusion that the options would be narrowed down. Another valid point made by the McKinsey report is that there is more focused on the consumers outreach to the marketer instead of the other way around. Consumers do not want to feel a pressure or “push” of a specific product on them. They want to be able to conveniently seek out information, yet then the marketer needs to have all the information ready to present them so it is right at their fingertips. The consumer wants to feel independence, yet reassurance or the product that they are seeking to learn more about.

There are two types of loyalists, passive and active. For social media marketing, marketers should create ways to try and motivate consumers to be active loyalists. This way, not only are they using the brand, they are also creating more buzz and revenue to the brands company by gaining more consumers by simply word of mouth, which costs the company nothing.

If the society that people live in today is becoming increasingly complex than why shouldn’t marketing strategies follow by looking more specifically in the changes that are taking place? These way marketers can more effectively attack and gain consumers while keeping existing consumers motivated and active!